The chocolatier is introducing a fresh shop concept intended to put 'treat and indulgence' at the heart of the brand. It is also reworking its packaging design and in-store communications and is seeking an ad agency following the closure of Shop, which was hired to handle its £3m ad account last September.
The stores have been developed by Caulder Moore, which has been tasked with creating a 'fresh seductive and sensory shopping experience'. The first new-look outlet will launch in July with a further six planned by the end of September.
Last year, Thorntons invested £1.4m in upgrading 227 stores to revitalise its performance following a period of sales decline.
It also increased its adspend by 50% and appointed former Tesco Ireland marketer Peter Wright as marketing director.
Last month, Thorntons added four products to its cake range, including Mini Chocolate Fudge Brownies and Chocolate Marble Cake to strengthen its position as a specialist retailer.
It also launched Thorntons Moments, a line of boxed, individually wrapped chocolates aimed at the higher end of the market. The range, comprises six centres, including Creamy Fudge and Double Chocolate Croquant, and is likely to challenge Terry's All Gold and Cadbury Milk Tray.
Thorntons has delivered six consecutive quarters of growth. Total sales rose 8.5% to £52.4m in the three months to 19 April 2008.
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